How Social Media Marketing can Influence the Profitability of an Online Company From a Consumer Point of View

Chan, Jenn Ming; Yazdanifard, Rashad

doi:10.17722/jorm.v2i2.55

Cited by 11 publications

(9 citation statements)

References 20 publications

(6 reference statements)

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“…Culnan et al [28] pointed out the need for brands to create communities to exploit the full potential of the virtual customer environments. In [29] the link between SM engagement and profitability of online companies was analyzed by Chan and his coauthors. In [30], Rapp and his co-authors analyzed the role of SM from the seller, retailer and consumer perspective, demonstrating the value of the SM interactions for better conversion rate.…”

Section: Introductionmentioning

confidence: 99%

CARESOME: A system to enrich marketing customers acquisition and retention campaigns using social media information

Bernabé-Moreno

Tejeda-Lorente

Porcel

et al. 2015

Knowledge-Based Systems

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Section: Introductionmentioning

confidence: 99%

CARESOME: A system to enrich marketing customers acquisition and retention campaigns using social media information

Bernabé-Moreno

Tejeda-Lorente

Porcel

et al. 2015

Knowledge-Based Systems

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“…People need to influence other people, using any means they have. Until recently brands relied heavily on traditional marketing tools such as television ads, print ads, brochures, posters, and radio ads to communicate with their target markets (Chan & Yazdanifard, 2014). Now, with the rapid development of the internet, brands communicate directly with their consumers seeking immediate and accurate feedback.…”

Section: The Digital Customer Journeymentioning

confidence: 99%

“…Modern consumers do not make a clear distinction between the digital and physical marketing landscapes, as long as they both lead towards customer satisfaction (Chan & Yazdanifard, 2014). Little has been said about the integration of social media, mobile application, and local marketing and how it shapes the modern consumer.…”

Section: Introduction ©mentioning

confidence: 99%

The SoLoMo customer journey: a review and research agenda

Papakonstantinidis

2017

Innovative Marketing

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The purpose of this paper is to develop a better understanding of the impact of (So) social media, (Lo) local marketing, and (Mo) mobile applications (SoLoMo) on consumer behavior. The paper is based on a literature review of peerreviewed articles, published books, trade publications, and doctorate dissertations. This paper examines the SoLoMo consumer, which is a concept that has not been widely discussed in the literature of digital marketing. A thorough literature review of the digital customer journey indicates an oxymoron. On the one hand, there is a vast range of studies in the literature to explore the impact of social media and mobile devices on marketing and consumer behavior. On the other hand, little has been said about the integration of social media, mobile application, and local marketing and how it shapes the profile of the SoLoMo consumer. This paper suggests three areas for further research: (1) the examination of the SoLoMo consumer behavior; (2) the exploration of the digital customer journey; and (3) the investigation of selected new technologies that can shape the future of marketing. The study contributes to the understanding of digital consumer behavior in a multichannel marketing environment. It also proposes a research agenda to explore the future of online consumer behavior in the digital multi-touchpoint market landscape.

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“…Here, we could measure the information awareness by the probability that targeted node knows about the information (e.g., about an item), and this is a relaxed de¿nition of "being inÀuenced"(which could be interpreted as really buying that item). Actually, in some marketing and advertising applications [3], [33], the service providers care more about the number of people aware of their products rather than just the expected number of inÀuenced ones. That is, we should also pay attention to the real distribution of the information spread f l of candidate seed l. Second, the selected seeds may not cover some important users with high utilities (i.e., the users that have high probability of buying this speci¿c item).…”

Section: A Problem Statement and Formulationmentioning

confidence: 99%

Social Marketing Meets Targeted Customers: A Typical User Selection and Coverage Perspective

Liu

Dong

Liu

et al. 2014

2014 IEEE International Conference on Data Mining

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The emergence of social networks has provided opportunities for both targeted marketing and viral marketing. By concentrating the efforts on a few key customers, targeted marketing could make the promotion of the items (products) much easier and more cost-effective. On the other hand, viral marketing aims at ¿nding a set of individuals (seeds) to maximize the word-of-mouth propagation of an item. However, these two marketing strategies can only exploit some speci¿c characteristics of the social networks, and the problem of how to combine them together to build a better, stronger business is still open. To that end, in this paper, we propose a general approach for integrated marketing. Speci¿cally, to market a given item, we ¿rst generate the item-speci¿c candidate users by a recommendation algorithm, and then select the typical users who have the best balanced utility scores and consumption/social entropy. Next, treating typical users as targeted customers, we study the problem of maximizing information awareness in viral marketing with these constrained targets. Along this line, we de¿ne it as a constrained coverage maximization problem, and propose three solutions: GMIC, LMIC and QMIC. Finally, extensive experimental results on real-world datasets demonstrate that our integrated marketing approach could outperform the methods that consider only targeted marketing or viral marketing.

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How Social Media Marketing can Influence the Profitability of an Online Company From a Consumer Point of View

Abstract: Abstract-

Cited by 11 publications

References 20 publications

CARESOME: A system to enrich marketing customers acquisition and retention campaigns using social media information

CARESOME: A system to enrich marketing customers acquisition and retention campaigns using social media information

The SoLoMo customer journey: a review and research agenda

Social Marketing Meets Targeted Customers: A Typical User Selection and Coverage Perspective

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